Modern marketing is going through a period of massive disruption. Technology has lowered the barriers to entry and distribution in almost every category, which means consumers have more choices than ever before. More choice means higher expectations, not just for the quality, accessibility and price of products and services, but also for the purpose, promise, and experience of brands. Your offering needs to do more, but your brand does too.
Before you can even have a chance to meet those elevated expectations, you need to have the attention of the consumer, which is also becoming increasingly hard to come by. Every brand (and person) is now pumping out huge volumes of content. User an
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